88rising x GUESS: GUE88
GUESS and iconic music collective 88rising have teamed up to release a 14-piece capsule collection that marries culture of East and West through vibrant stitchery. The collection drops November 8th, sold exclusively through HBX and ranging from $39 to $148. The capsule, known as GUE88, serves to honor 88rising’s first collaborative album, Head in the Clouds, released earlier this year via 88rising Records and 12Tone Music.
88rising was founded by Sean Miyashiro in 2015, swiftly becoming a cultural beacon of music, especially considering its lineup of Asian artists. The collective acts as a music platform, video production company, and record label for artists such as Joji, NIKI, and Rich Brian (formerly Rich Chigga).
The partnership with GUESS seemed natural, according to Miyashiro. “GUESS is a very iconic American brand, woven into the fabric of the western experience, and yet has such a global impact that even our parents wore GUESS jeans religiously,” he said.
GUESS, a brand known for various collaborations since its inception in 1981, was excited to work with 88rising, a move that marked its first Asian-American fusion. “Living and working in Shanghai allowed me to learn about 88rising as a label and a company,” said Nicolai Marciano, the Director of Brand Partnerships for GUESS. “They’ve done amazing things for the Asian culture, which makes this partnership a fitting alignment between the content, the music, the fan base, and the global platform GUESS has to offer.”
GUE88 lends itself to both men and women, incorporating supple tie-dyes – an homage to Head in the Clouds – upon sweatshirts, short and long-sleeve tees, body suits, and sweat pants, all stamped with GUESS’ vintage vertical stencil logo.
“We’re always looking for the right cultural alignment,” said Marciano. “We evaluate with who we work with, what audience they speak to, and the opportunities that can be created together which in turn makes for natural and successful collaborations.”
Check out GUE88 on November 8th, and see the Flaunt feature with GUESS, “March For Our Archives,” taken from our Double Standards issue, here.
Photographs courtesy of GUESS